What is the difference between LocalCoinSwap and a DEX?

For example EtherDelta. The exchange is decentralized and open source however, the profits are still centralized. The DEX nature of ED is great, however, if you have used the exchange you would know how slow it is and this takes away from the user experience.

We have decided to decentralize what we believe to be the most important features of the exchange. The profit and the decision-making. This allows us to build a fast, user-friendly exchange in the way the users want. And also allows all Cryptoshare holders to share in the success. 95% of assets will be kept in cold storage for security reasons. There is no barrier to moving your funds off the platform as you wish.